[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-15443":3,"doc-seo-15443":27},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"file_id":15,"file_url":16,"file_type":17,"file_size":18,"view_count":19,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":21,"language":22,"language_code":23,"table_of_contents":24,"faqs":24,"seo_title":13,"seo_description":14,"update_tm":25,"read_time":26},15443,13056703019404,"Miles","https://ap-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0",8,"Research & Report","Measuring Willingness to Pay: A Comparative Method of Valuation","Willingness to pay (WTP) is treated as an ambiguous construct and reframed as a distributional concept shaped by customers, situations, and comparisons. The work presents a mathematical framework clarifying two comparative mechanisms (direct and indirect) through which situational factors influence WTP. It introduces the Comparative Method of Valuation (CMV) and evaluates it across multiple studies against choice-based conjoint and the Becker–DeGroot–Marschak (BDM) approach, demonstrating validity, reliability, and managerial applications.","cbCaitbeQnFT9PI4","https://ap.wps.com/l/cbCaitbeQnFT9PI4","pdf",2286140,17,1,84,"English","en","",1776562225,212,{"code":4,"msg":28,"data":29},"ok",{"site_id":30,"language":23,"slug":31,"title":13,"keywords":24,"description":14,"schema_data":32,"social_meta":67,"head_meta":70,"extra_data":72,"updated_unix":25},105,"measuring-willingness-to-pay-a-comparative-method-of-valuation",{"@graph":33,"@context":66},[34,51],{"@type":35,"itemListElement":36},"BreadcrumbList",[37,41,45,48],{"item":38,"name":39,"@type":40,"position":20},"https://docshare.wps.com","Home","ListItem",{"item":42,"name":43,"@type":40,"position":44},"https://docshare.wps.com/document/","Document",2,{"item":46,"name":12,"@type":40,"position":47},"https://docshare.wps.com/document/research-report/",3,{"item":49,"name":13,"@type":40,"position":50},"https://docshare.wps.com/document/measuring-willingness-to-pay-a-comparative-method-of-valuation/15443/",4,{"url":49,"name":13,"@type":52,"author":53,"headline":13,"publisher":55,"fileFormat":58,"description":14,"dateModified":59,"datePublished":60,"encodingFormat":58,"isAccessibleForFree":61,"interactionStatistic":62},"DigitalDocument",{"name":9,"@type":54},"Person",{"url":38,"name":56,"@type":57},"DocShare","Organization","application/pdf","2026-06-05","2026-04-19",true,{"@type":63,"interactionType":64,"userInteractionCount":19},"InteractionCounter",{"@type":65},"ViewAction","https://schema.org",{"og:url":68,"og:type":69,"og:title":13,"og:site_name":56,"og:description":14},"https://docshare.wps.com/document/measuring-willingness-to-pay-a-comparative-method-of-valuation/15443","article",{"robots":71,"canonical":68},"index,follow",{"doc_id":7,"site_id":30}]